Allison Beadle, MS, RD, LD
Editor, RDBA Weekly
You’re a dietitian. What can you possibly learn from a marketer? Quite a bit, if you work for a retailer. Getting outside of the “nutrition box” is one of the biggest challenges faced by retail dietitians, especially if you’re new to the industry. When I was working for the Central Market Division of the H.E.B. Grocery Company, my most important mentors were those in operations and, yes, marketing.
Supermarket News recently announced the recipient of its Marketer of the Year Award: Diane Dietz, executive vice president and chief marketing officer for Safeway. Dietz spearheaded Safeway’s rollout of its Just For U personalized marketing program and has also overseen efforts surrounding its private brands, “Simple Nutrition” shelf tags, and its price-value messaging.
As you’ll see in Supermarket News’ article profiling Dietz, a shopper-focused mindset enabled her success in moving many game-changing initiatives forward. What does it mean to be “shopper focused"? And most importantly, how can you, as a retail dietitian, put a shopper-focused mindset into practice with your own initiatives? Read on to learn more…and then come back and share your comments with us at www.retaildietitians.com.